AVG Brand Guide Partners - Winter - 2014

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Brandguide for external

partners Winter 2014
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AVG Brand Guide Table of Contents
AVG Brand Guide

Table of Contents
Introduction to the Brand

Guide
BRAND PLATFORM
VISUAL IDENTITY
APPLICATIONS
Who We Are
20 AVG Logo
53 Citylights / Posters / Rollups
AVG Mission Statement
22 AVG Be Yourself
54 Press Advertising
AVG Functional Benets
23 The Be Yourself Lockup
55 Billboard
The AVG Brand Pillars
26 AVG Logo (Color Backgrounds)
56 Banners
The Brand Pillars Explained
28 AVG Logo (Merchandising)
57 Online
10 The AVG Promise
29 AVG Logo (Unacceptable Usage)
11
AVG Manifesto
30 AVG Be Yourself Color
58 Branded Merchandise / Promotional

Items
12
AVG Personality
31
13
AVG Personality
(The Be Something Headline)
32 Be Something Headline Layout
14
Audience Messaging (Summary)
15
Audience Messaging
(Marketing and Retail Audiences)
18 Audience Messaging
(Corporate Audiences)
AVG Logo Alongside Another Brands
59 Video Guidelines
60 AVG Brand Assets
39 AVG Color
40 AVG Fonts
42 Typography Colors
44 Photography Style
48 AVG Icons
50 AVG Background
AVG Brand Guide for external partners

Winter 2014
Introduction to the Brand Guide

The AVG Brand Guide is areference document designed to help us create consistent AVG
brand communications worldwide. It is aresource for employees and all who are involved in
AVG communications, which spans our communications with customers and partners, ATL
and BTL advertising, in addition to our PR and activities online.
For ease of reference we divided the Brand Guide into three sections:
The Brand Platform denes key elements of the AVG brand - its
mission, benets, pillars, promise, and personality. In addition, this
section of the guide proles the target audiences of the AVG brand
as well.
The next section contains the Visual Identity guidelines, which
dene the basic visual identity elements and the relationships
between them.
Templates, codication, and examples of various corporate and
marketing communications formats are listed in the third and nal
section Applications.
We hope that the AVG Brand Guide will be auseful source of
information and that it will help you to efciently and correctly solve
everyday challenges associated with communicating our brand.

Winter 2014
BRAND
PLATFORM
AVG Brand Guide Condential
Fall 2013
Who We Are
AVG protects more than 172 million

active users on their desktops and
mobile devices every day. Together, all
of the applications and solutions they
use add up to one thing their peace
of mind. Thatsour focus, because
thatswhat people want when they
work and play online.
Our smart, simple solutions relieve the
headaches of digital life, like privacy
settings on social networks and mobile
device security. We alleviate the worries
of malware and the frustration of
sluggish devices, and give people room
to work, create, and play without fear.

Winter 2014
AVG Mission Statement
Our mission is to provide frustration-free digital life to everyone.

Thatswhy we deliver the products and services that make our digital world
simpler to navigate, easier to secure, and more enjoyable to live in.
Protection and privacy are basic human rights, especially when so much of
our lives depends on asafe online environment. In short, we protect people,
not computers. This is why we offer arange of protection choices to t the
different ways that people work and play online on arange of devices.

Winter 2014
AVG Functional Benets
AVG products and services provide four primary benets through which it delivers on its brand promise and pillars:
Protection, Privacy, Performance, and Support.
Protection from any threat to full enjoyment of your digital life and work.
Privacy control to ensure that your personal and business data stays yours.
Performance enhancements for mobile and desktop devices, so youre never slowed down.
Support from real people who are only aphone call or email away.

Winter 2014
The AVG Brand Pillars

The following pillars are fundamental to our growth. Acting on them consistently will help
us make apositive impact in peopleslives, and ultimately reinforce our place as abeloved
global brand.
Respect
Respect for our customers, employees, partners, the media, and shareholders.
Simplify
Along-standing commitment to simplify everyonesdigital lives and be easy to work with.
Enjoy
Our mission is to let people focus on what they enjoy without frustration.

Winter 2014
The Brand Pillars Explained
Respect
Itsoften said that to gain respect,
you need to give it rst.
Simplify
AVG makes the complex simple so
people can get the most out of life.
Enjoy
Itswhat we want everyone to do:
Enjoy life and work with AVG.
Respect means treating everyone

from our investors to the media to
your colleagues the way you would
want to be treated. We do it in three
specic ways:
Our whole community wants simplicity

to bring order and time to breathe
to our increasingly busy, complex,
connected lives. The new expectation
is for technology to have anear-zero
learning curve, simple enough that
achild can gure it out. We do this
by emphasizing exceptional user
experience, speedy performance, and
streamlined interaction design.
We want them to enjoy every

interaction with us from seeing
an ad or web page to downloading
apiece of software to speaking with
arepresentative of AVG or partnering
with us. We want to bring asmile to
peoplesfaces.
We listen. Only by listening and

understanding our constituencies
we can truly satisfy their needs.
We speak clearly. Everything
in language that people can
understand.
We deliver. When we make
doapromise, we keep it.

Winter 2014
Always do the most with the least.

Make it easy to interact with and
understand AVG. Were not trying
to be mysterious. We want to make
sure were understood and people
understand how to work with us and
use our products and services.
The AVG Promise

Be Yourself is the embodiment of our brand pillars. It shows respect for the
individuality of our customers with aclear and simple promise that theyre in
charge. We change to meet their needs, not the other way around.
For AVG, Be Yourself means that youre free to focus on whatsimportant,

personally and professionally. With problems and complexity set aside, youre
free to simply enjoy life and get things done.
It says that AVG:

is aglobal brand that innovates to make our digital lives more enjoyable;
appeals equally to men and women across the globe;
Be Yourself is the highest expression of our brand mission: to provide everyone

with a frustration-free digital life they need.
sees the big picture because we emphasize bigger benets than high virus
detection ratings or free versions.
It's also the expression of the chief benet people get with AVG in their life: the
ability to Be Yourself. To live fully.
Be Yourself is anearly universal phrase. Itscondent, optimistic, approachable,
and memorable.
It positions us in ways that differentiate us sharply from our competition
and even elevates us to having amore signicant position in peoples lives.

Winter 2014
10
AVG Manifesto
AVG is here
To let you live, work, and play frustration-free:
To be abuilder of dreams
Arockstar mom
The master of your domain
Or the apple of somebodyseye
Mr. Masterchef
Organizer extraordinaire
Mischief maker
Power broker
Or passionista.
Whatever you are or want to be,
Be secure knowing
Your laptops and tablets
Your desktops and servers
Even your Androids and Galaxies And everyone on them Are safe and sound
Performing their best.
So go ahead and work in the cloud
Or have your head in the clouds.
Connect with old friends and new
Or buy apair of cool shoes.
Share your passions...
Your pinterests
Your photos and tweets
And make everything rock.
Be Yourself with AVG

Winter 2014
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AVG Personality
AVG has always been aspecial brand with aunique voice and personality. We have aunique connection with many of our
customers, abond created over many years. However, there is amuch larger group who dont know us and need to.
We have to be especially crisp and disciplined in how we present ourselves. By demonstrating that AVG is Approachable,
Inspiring, and Responsible (AIR essential to life), we can attain the brand stature we aspire to.
Approachable
The hallmark of agreat global brand is
itsapproachability.
Does is communicate in away that
Ican relate to? Does it connect clearly
and across cultures?
Does it make me feel like Iam apart of
something greater? Am Ihappy to have
it in my life at work and at play?
Our imagery and written voice must
always bring people in. They should
excite the mind and stir the heart, but
never drive people away.
Unapproachable is talking over
someone, using extreme copy or
imagery merely to shock, or fending
someone off rather than talking to
them.
Our approachability earns us loyalty
and amazing word of mouth.

Winter 2014
Inspiring
We want to inspire people to do great
things made possible because AVG
gives them relief from the anxieties
of aconnected world.
Our communications can help people
get excited about the possibilities.
To bring an extra level of comfort and
enjoyment. An amazingly affordable
luxury.
Use language and imagery that inspires
people, show the life they aspire to,
and the true benets of AVG.
Uninspiring is using clich or
hackneyed expressions or imagery,
relying on speeds and feeds, doing
what the competition does.
Inspiring people makes us loved.
Responsible
Our customers trust us with some
of their most prized possessions.
Our investors, too. And everyone
who works with us. They expect
us to behave responsibly. This is as
important in our brand as it is in our
products and business practices.
Acting responsibly begins by caring for
the wellbeing of others. This means
sticking to the positives and looking for
the best outcome. It also means never
hiding from the negatives, and offering
asolution when they arise.
Irresponsible is making exaggerated
claims, using fear to motivate,
communicating in jargon, being
insensitive or offensive to cultural,
ethnic, gender, or any other
demographic differences.
Weve earned the trust of more than
172 million people and counting. Being
responsible will grow that gure even
more.
12
AVG Personality The Be Something Headline

Our brand allows the Be Yourself promise to be extended into avariety
of headlines that can be ne-tuned for specic audiences and contexts.
We refer to these as abe something headline.
When creating be something

headlines, such as be innovative,
follow these rules:
Headlines should always sound
optimistic and positive.
Adjectives are the preferred
Somethings, because they give
greater latitude to the audience to
imagine themselves in the story.
Try to surprise and inspire with your
headline however always ensure
your message is approachable, and
responsible (AIR).
Consider your target audience your
message should be relevant to those
you are addressing.
Subheads need to pay off headline
and relate to product benet.
Examples of be something headlines that follow these guidelines include (by category):
Consumer Brand Headlines
be fearless
be outrageous
be awesome
be original
be inventive
be unstoppable
be astep ahead
be asafe shopaholic
be the family superhero
Product Headlines
be faster = TuneUp
be safer = AV paid
be happy = Free
be private = Secure Search
be protected = Family
be organized = MultiMi
SMB Headlines
be effective
be fearless
be efcient
be innovative
be arockstar
be inventive
be original
be creative
be organized
be the best practice
be astep ahead
Use lowercase throughout.
Examples of incorrect use of the be something headline:
Keep it short.
be moustache
be maniac
be reckless
be lazy
be an animal

Winter 2014
Employee Headlines
be part of it
Pillar Supportive Headlines
Protection be protected
Performance be powered up
Privacy be condential
Support be cared for
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Audience Messaging Summary

We interact with several distinct audiences, ranging from individuals and families
to businesses and investors. In each unique case, we should should adapt our imagery
and tone appropriately.
Our communication can basically be divided into three main groups:

The rst is brand & marketing
communication.
The second is our retail

communication.
The last is our corporate

communication.
This is AVG for SMB Customers and

Resellers and for all our (prospective)
customers boomers, women with
families, students, techies, and others.
The target audience of our retail

communication is the same as that of our
marketing communication.
This is AVG for employees, investors,

trade press, and partners.
Itscondent, playful, and exciting. Itsall

about the lifestyle. Itswhat we would
see on abillboard or in aviral video or
asocial media campaign or book. Itsalso
what drives the voice of our support
interactions. It sells the big idea of AVG.

Winter 2014
Here, our communications are more

direct, focusing on specic offers,
features, and value propositions. Itswhat
you would nd on our homepage, landing
pages, and search ads. While no less
tied to our brand values, our retail brand
translates those values to transactional
environments.
While the corporate brand assumes

aquieter and more serious personality
thatsappropriate to the situation, it still
adds afew touches of personality to help
AVG stand out.
14
Audience Messaging Marketing and Retail Audiences 1

The consumer technology market is changing radically and swiftly. What started as adesktops
only found in workplaces has become anetwork of powerful smartphones and tablets and feather-weight
laptops downloading billions of apps and accessing awide variety of cloud services.
Our brand embraces the diversity

of the people who are using
technology today young
and old, expert and novice. As
technology becomes easier to
access and use, this audience
grows, and so do their needs.
More and more, they want to
take control of their digital lives
because technology is such a
large part of their day.
Likewise, AVG is expanding to
meet this demand. Across all of
our audiences, our traditional
focus on "Internet security"
has expanded. Our focus today
is putting them in control of
their privacy, performance, and
protection and ultimately a
frustration-free digital life.
For each segment the pillars
remain the same. Some of the
segments overlap.
SMB Customers and Resellers

Small and mid-sized businesses (SMB) are acore part of our
business. Our communications with these organizations are
somewhat different than the ones we have with individual
consumers, yet Be Yourself absolutely still applies because of
the way we alleviate frustration for this audience.
The benets of afrustration-free digital business can be
illustrated by addressing the particular needs of this segment,
such as greater productivity, improved nancial security, and
reinforced data integrity, and how AVG allows businesses to
focus on success instead.
The brand promise and pillars reect the aspirations of SMBs.
They compete for respect everyday. Naturally, AVG believes
strongly in giving them that respect. Their vision and hard work
makes them heroes to us and we want them to succeed.
Boomers
In most of our primary markets the population is rapidly aging.
Boomers are out to enjoy these years. They worked hard, raised
families, and now itstime to get the dividends. By simplifying
our products and services and our communications, we add
value to this very important segment. Itsagroup that is ready
and willing to pay to make their lives simpler. Emphasize AVG
support, even lead with it.
Additionally, we should emphasize ease of use. Our products
feature auser experience that is easier to understand and
get around. Theyre interested in things that run well, not in
spending time guring out what to do or how to do it.
Example of abe something headline: be connected
Example of abe something headline: be efcient

Winter 2014
15
Women with Families

Women make the technology decisions in more than 70 % of US households. It
has become an important part of their role as parents. Consequently, our role is
to support the well being of their families and their desire to be themselves.
Respect the intelligence of these audience members, and help them feel that they
can trust AVG to solve their challenges.
Like Boomers, women look for
products and services that
simplify their lives, so they can
focus on their families.
Every communication is an
opportunity to have this
audience enjoy having AVG in
their lives. Inspire women by
showing them what they can
accomplish because they have
AVG. Answer their questions so
they know.
Example of abe something
headline: be arockstar mom
Students
Students are our entry-level customers. They are our future core audience, and
our rst step with them is to help them succeed in their personal and educational
lives specically by preventing the frustrations of lost time and lost work. We
want to give them every opportunity to Be Yourself.
Respect the tech-savviness of students. They grew up in the networked world
and theyre taking an active hand in shaping it. The Internet is their #1 playground.
They do almost everything
possible on their devices
from nding dates to
organizing events. They are
more likely to try new apps
and services before others,
too.
Pay special attention to any
of the ways we can simplify
their social media, digital
entertainment, and their
mobility overall. The simpler
these things are, the more
they will enjoy AVG.
Example of abe something
headline: be inventive

Winter 2014
16
Techies
We will always have asmall, but very important Techie
audience. Not only does this audience inuence others,
it helps keep us focused on continuous innovation.
This audience demands respect by giving them the
ability to get into the technical details of our products
and services, because that is one way to Be Yourself
to be the expert.
While atechie may want amore complex and detailed
user experience he wants the rest of his relationship
with AVG to be as simple as possible, especially product
selection, transactions, and support. He wants to know
that he can recommend AVG to less tech-savvy friends,
family, and colleagues, because it delivers on all counts,
ensuring agreat experience for all.
example of abe something headline:
be astep ahead
Other Segments
These are not our only user segments. As stated
above, AVG and its brand appeal to everyone. However,
these are the segments where we see the greatest
opportunity to have more people experience and
embrace AVG.

Winter 2014
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Audience Messaging Corporate Audiences

In addition to our marketing and retail audiences, the AVG brand likewise applies
to our corporate audiences and to us as well.
Employees
Investors and shareholders
For employees, Be Yourself is the

embodiment of the existing AVG
Core Values: Relationships, Absolute
Honesty, and Disruptive. We respect
each and every employee for who they
are, as much as for what they do. We
strive to simplify their work lives, so
that they can better enjoy the fruits
of their labor.
Investors and shareholders experience

the AVG brand in two ways: rst as
demonstrated in the way we interact
with them, second as avaluable asset in
which they have invested.
When communicating to employees,

keep it short, specic, and relevant.
Use a "be something headline"
that speaks to the benet of the
communication. Pay it off with
asuccinct message and acall to action
and invitation to dialog.
We encourage the HR department to
consider team- and morale-building
activities around Be Yourself, like
giving everyone the ability to star
in their own Be Yourself poster or
describing the pillars in their own
words. Such activities serve adual
purpose of growing the brand
internally and generating excitement
about working at AVG.

Winter 2014
We have aspecial task here that Be

Yourself helps accomplish: to educate
investors and shareholders about
the market shift that we are leading.
Specically, we are telling them that the
market is shifting from atechnology
(feeds and speeds) decision to alifestyle
choice. We believe that we have the
timing and product-t right. People look
continuously for easier solutions to their
digital lives and we are there with them.
We are poised to address amuch wider
market than ever before and do it before
our competition. Be Yourself takes us to
the lifestyle positioning that will make it
possible.
Press, media, and industry

analysts
We want the people who write about us
to experience the AVG brand pillars for
themselves. First and foremost, we must
respect their opinions even when they
differ with ours. We also have to allow
them to Be Themselves. The greatest
respect we can give is to listen and
understand.
Second, we should keep our
communications simple. Avoid hyperbole
and jargon. Make it easy for them to
understand what we are communicating,
and understand the end audience they
are communicating to as well such as if
they are talking to young consumers or
to technical decision makers in a place of
business. This will help ne tune the way
you address this audience.
Finally, we want the media communities
to enjoy their time with us. Let our sense
of fun through and we will stand out,
making it more likely that they will come
to embrace our vision as their own.
Partners
AVG works with awide array of partners,
such as suppliers and search engines.
Each relationship is an opportunity to
live the AVG brand pillars and the brand
promise Be Yourself. No matter what
apartner is bringing, big or small, to our
business, each was chosen by us. It is our
responsibility to show them the same
respect that we show for one another,
our customers, and others. Demonstrate
this respect at every moment to ensure
that we are living our brand.
Additionally, we should consistently look
for ways to simplify our partnerships
from how to bid for work, to contracting,
and to invoicing and payment, and to the
work processes themselves. The simpler
it is to work with us, the better talent we
will attract and the better outcomes we
will create.
Working with AVG has more than
monetary value. It is a relationship that
we want our partners to enjoy. That isnt
common in business. Creating enjoyment
doesnt have to be an expensive
undertaking. It can be as simple as
showing enthusiasm to be working
together.
18
VISUAL
IDENTITY
Fall 2013
19
AVG Logo
Our logo is asymbol of our brandshumanity. We retained the interlocking hands which convey our pillars in asimple
visual way. The hands embody our respect for the individual and, with simple more vibrant colors, it illustrates the
diversity of our customers.
AVG logo
To be used whenever possible and ideally on
awhite or light background. The elements
that comprise our logo must not be changed,
recreated, distorted or separated in any way.
Core identity applications

PR announcements
E-mail signatures for executives
Legal documents
Technical and white papers
Thought leadership articles
Business system
Investor Relations Documents
Note:
The marks must never be removed from
the symbol or the AVG wordmark.
Always use the original logo artwork.

Winter 2014
20
AVG Logo
Exclusion zone, minimum size, and positioning.
1:1
15 mm / 42 px
Exclusion zone
Minimum size
Positioning
The exclusion zone is based on the height of

the G in the AVG wordmark. No other design
elements should encroach on this area.
The AVG logo is capable of being reproduced

at very small sizes while remaining legible.
Ideally the AVG logo should be positioned top left

of acommunication. Where this is not possible
you can also position it bottom right. There will of
course occasionally be projects where none of these
positions apply, in which case your judgment needs
to be guided by the overriding need to present it in
away that communicates with clarity and condence.
You will of course look to balance the size ratio of the

logo in context to the size of the piece being produced
and the other assets being used.
The minimum size at which the AVG logo can be
produced is governed by its width, which should never
be less than 15 mm for print-based applications and
42 pixels for on-screen applications. However, you
should always look to present our logo in as clear and
prominent way as possible.

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21
AVG Be Yourself
Be Yourself injects new energy in our identity. With its free-form, hand-written style,
expresses the feeling of enjoyment that comes with using AVG. Itsasimple, powerful way
to express the promise of AVG and the benet that our customers receive.
Color:
AVG Gray
Uncoated
Pantone Cool Gray 10
CMYK
C26 M16 Y9 K43
RGB
R129 G131 B135
HTML
818387
Note:
We always use Be Yourself in English language
only and is not to be translated.
Always use the original logo artwork.

Winter 2014
22
The Be Yourself Lockup

All marketing and internal communications must use the strapline lockup.
Lockup will not be used in products or on the website navigation.
Signoff
Horizontal Lockup
When promoting atheme or campaign is paramount,

the vertical or horizontal lockup may be used in
arecommended placement Print ads, billboards, video,
banner ads
Templated collateral
On materials that are subject to changes and updates,
the lockup will appear in astandardized placement Data
sheets, collateral
Giveaways
Baseball caps, notebooks, bags, etc.
Vertical Lockup
There are the same rules for positioning
as for the AVG logo (see page 21).

Fall 2013
23
AVG Be Yourself Vertical Lockup

Construction, exclusion zone, minimum size.
1:1
15 mm
1G
0,5 G
1G
25 mm / 70 px
Construction
Exclusion zone
Minimum size
The AVG wordmark type size should be the same

as the type size of the Be Yourself strapline. The
strapline should be left aligned below the wordmark.
The line space between them should be half the
height of the wordmark type size.
The exclusion zone is based on the G in the AVG

wordmark. For the vertical lockup the exclusion zone
is dened at the top and at the left by the height
of the G and by its width at the bottom and at the
right. No other graphic elements should enter the
exclusion zone.
The minimum size of the vertical lockup is

based on its width that should never be less
than 25 mm for print-based applications or
less than 70 pixels for on-screen applications.

Winter 2014
24
AVG Be Yourself Horizontal Lockup

Construction, exclusion zone, minimum size.
Construction
1G
0,5 G
The AVG wordmark type size should be the same as the type size of
the Be Yourself strapline. The wordmark and the strapline are next to
each other and there is aspace corresponding to half the height of the
logo type size between them.
Exclusion zone
The exclusion zone is based on the G in the AVG wordmark. For the
horizontal lock-up the exclusion zone is dened at the top, left and at
the bottom by the height of the G and by its width at the right. No
other graphic elements should enter the exclusion zone.
1:1
Minimum size
The minimum size of the horizontal lock-up is based on its width that
should never be less than 35 mm for print-based applications or less than
100 pixels for on-screen applications.
35 mm / 100 px

Winter 2014
15 mm
25
AVG Logo Color Backgrounds

In most instances, the AVG Be Yourself lockup will be used against
white. However, there may be situations where abackground of
gray or black is needed. The following uses are acceptable.
Positive version
Negative version
The letters AVG are black on awhite background

and the Be Yourself strapline is in AVG Gray (C26, M16, Y9, K43).
The letters AVG are white on adark background and the Be Yourself
strapline is in light Gray (C0, M0, Y0, K24).
White

Winter 2014
AVG Black
AVG Gray
Gray
Uncoated
Pantone Process Black
Uncoated
Uncoated
Pantone Cool Gray 4
CMYK
C0 M0 Y0 K0
CMYK
C0 M0 Y0 K100
CMYK
C26 M16 Y9 K43
CMYK
C0 M0 Y0 K24
RGB
255 255 255
RGB
0 0 0
RGB
129 131 135
RGB
201 202 204
HTML
ffffff
HTML
4E4A47
HTML
818387
HTML
C9CACC
26
AVG Logo Color Backgrounds

Where possible, the AVG Be Yourself Lockup should not be used on acolored background.
The colored logo segments usually clash with background color reducing thus its legibility. On certain occasions the application
of the logo on acolored background cannot be avoided (e. g. when printing on promotional merchandise). In such cases please
consider using apositive or anegative version of the logo and carefully determine whether each of the color combinations is
acceptable or not (all parts of the logo stand out sufciently on the given background).
If you would like

to use our logo on acolored background please
always contact our marketing department for
review and approval of such application.

Winter 2014
27
AVG Logo Merchandising

When we print the logo on a promotional merchandise, we always prefer the use of the primary
logo in a correct choice of colors and in the Be Yourself lockup. In instances where the primary logo
cannot be used for technological reasons we can choose from the following options.
We only use these logo variations as a last resort.

The rendered logos presented so far are designed for digital and four color process print.
For other processes of reproduction (e.g. single color print ads, signage, embroidery, engraving,
blind embossing etc.), these Solid Color and Solid Black versions should be used instead.
Solid black
This version will be used to create aplate
or die for single color reproduction, embossing,
etching etc.
Solid color
This logo is made using colors from the Pantone
Matching System these colors should be specied
when providing the logo artwork for production.
AVG Yellow
Pantone 116 U
AVG Green
Pantone 360 U
AVG Blue
Pantone Process Blue U
AVG Red
Pantone Warm Red U
AVG Black

Winter 13/14
28
AVG Logo Unacceptable Usage

Take afew moments to understand whatsOK and whatsnot and help
avoid the costs and frustrations of last-minute push back from brand.
Avoid embellishments
Retain logo proportions
Protect legibility
Our logo is one entity
Sorry, no drop shadows, no moving or

resizing elements, no changing color. Also, please
dont change the size relationship between any of
the elements or add additional components such
as product names.
However tempting it is, dont distort,

stretchor rotate the AVG logo in order to make it
work within your layout theresalways another
way.
Please dont place our logo on colors or

backgrounds that obscure it and make it hard to
read.
Never break it up and never use either

the symbol or the AVG wordmark in isolation.

Winter 2014
29
AVG Be Yourself Color

Contrast and legibility is critical when using the Be Yourself logo staged.
When placing on top of aphotograph it may be opaque, transparent or reversed.
Contrast
When using Be Yourself in color, be sure
there is sufcient contrast, and avoid any
vibration or noise with the background
image or color.

Winter 2014
AVG Vivid Yellow

012 Logo 20%
AVG Vivid Orange

021 40% tint
AVG Vivid Green

123 40% tint
AVG Vivid Magenta

Rhod. Red 50% tint
AVG Purple
Violet doU 75% tint
30
AVG Logo Alongside Another Brands - Co-branding and Sponsorship

Guidance on how to make the AVG logo work alongside another brands.
In the cases where our logo appears in partnership with other brands, the following guidelines will help
ensure that our visual identity is presented clearly and consistently.
AVG as the lead brand
Equal partners
The AVG logo should sit top left (or right), the other logo is
sized in proportion to the cap height of the AVG wordmark
(X, or aratio of 1:1) and ranged to the left and positioned
below it. The position of the AVG logo ensures that the
brand owns the communication.
As all brands differ in proportion, acommonsense approach should be taken to try to ensure
avisual harmony exists between the two logos.
Under no circumstances should the AVG logo be
presented smaller than the other logo(s).
Multiple brands sponsorship

Ensure that sufcient clear space is preserved for
aclear and effective presentation of the brand.

Winter 2014
31
Be Something Headline Layout

(be something within or without asquare box)
be
inspired
To emphasize the headline we use abackground square box in

asuitable color selected from the AVG marketing palette. The headline
is set in Gustan black in white.

Winter 2014
Without square box

To emphasize the image and to ensure no specic image detail is
lost, we use the headline without the background square box. The
headline is set in Gustan black in asuitable color selected from the
AVG marketing palette.
32
"Be Something Headline" Layout Construction

Construction and description of the basic reproduction of the "be something
headline" including examples of supplementary labels.
10 X
6X
1X
10 X
AV B
AVG
AV
Brand
nd G
Guide
uide W
Winter
e 13/14
3/ 4
0,5 X
be be
be
be
12 X
iinspired
insp
n
nspired
spire
red
1X
6X
iinspired
insp
n
nspired
spire
red
1X
1X
Description of the construction within the background square box
Description of the construction without the background square box
Abasic unit of the grid is dened by the height of the letters in the word (typically an adjective) below
the heading be. The height of the heading be is then 6 basic units. The size of the background square
box is 12 12 units. The text within the background square is offset by one unit from the edge of the square.
The height of the be is based on the height of the letters below as well as the distance
between the two headings.
Supplementary label is set 1 unit from the left and from the top edge of the background square.
The letters are unit high.
Winter 2014
33
Basic Portrait Layout

Rules for A-type portrait layout construction.
Basic unit for portrait layout construction is 1X. To determine size of X we divide the shorter side of the visual into
13 units. 1 unit then equals X. The size of the be something headline equals to 8X and its distance from the border
is 3/4X. The "be something headline" is always positioned bottom left. This ensures that the visual ratio to the "be something headline" remains constant.
Full image version
The size of the be something headline including the
background square box is 8X; distance from the left and
from the bottom border of the layout is 3/4X.
Version with astrip at the bottom including

ashort copy and avertical AVG Logo variant
Version with astrip at the top including

ahorizontal AVG logo
The strip with a copy is 3X high. If the bottom strip

contains the AVG logo, we always place the logo to
the right so that it forms asignature below the whole
document.
The top strip is 2X high. If the top strip contains the AVG
logo, we always place the logo to the left so that the
document commences with it. This 2X high strip can be
placed also at the bottom of the document. In this case
we always place the logo to the right.
2X
8X
8X
be
be
delightful
8X
3/4 X
delightful
3X
Qui abore corecat re cus molorrum.

Fugitiatius resequi blabo. Nam et, natem volut.
Asiti voluptatis erchite dolut unt. Corecat re cus
molorrum fugitiatius. Resequi blabo volut asiti
voluptatis erchite dolut unt.
1X
3/4 X
13 X

Winter 2014
8X
3/4 X
13 X
13 X
34
Basic Landscape Layout

Rules for A-type landscape layout construction.
The calculation for alandscape layout with astrip is slightly more complicated.
1/ First we need to determine the height of the strip. When
using a strip with a copy this is equal to 3X, when using astrip
just with a logo the height is 2X.
2/ Second we determine XV by dividing the height of the actual

visual without the strip by 13. The size of the be something
headline is equal to 8XV. We always place the be something
headline bottom left.
8 XV
13 X
be
delightful
be
13 XV
8 XV
13 XV
delightful
1 XV
3/4 XV
Qui abore corecat re cus molorrum.
Fugitiatius resequi blabo. Nam et, natem volut.
Asiti voluptatis erchite dolut unt. Corecat re cus
molorrum fugitiatius. Resequi blabo volut asiti
voluptatis erchite dolut unt.
3/4 XV
13 X
3/4 X
Full image version

The size of the be something headline including the background
square box is 8X; distance from the left and from the bottom
border of the layout is 3/4X.

Winter 2014
1 XV
Version with astrip at the bottom including

ashort copy and avertical AVG Logo variant
Version with astrip at the top including

ahorizontal AVG Logo
If the bottom strip contains the AVG logo, we always place

the logo to the right so that it forms asignature below the
whole document. The be something headline including the
background square box is 8XV high (XV equals to 1/13 of the
height of the visual excluding the strip).
If the top strip strip contains the AVG logo, we always place the
logo to the left so that the document begins with it. The be
something headline is 8XV wide (XV equals to 1/13 of the height
of the visual excluding the strip).
35
Space Saving Version of the Be Something Headline

Sometimes for various reasons we need more space for the visual. There is therefore aspace saving
version of the be something headline. We use the same rules for the construction of the space saving
version as for the standard one however the height of the headline is reduced to 4X.
Non-standard layout
When using non-standard layout we can come across an issue
where we cannot dene the height of the strip. In such cases
we can use the exclusion zone to determine this.
13 X
13 X
4X
be
be
delightful
delightful
4X
4X
3/4 X
be
delightful
3/4 X
3/4 X
8X
Mi, con rerio.

Ut dolorib Ecere vent.
Al et et et asit volut aut aut
ut asperoreiur, sita atquam,
quam, et hilla qui ipsant fugitet
uribus, sequiae perspid ma
vellictur? Quiam imusande.
Hilla qui ipsant fugitet
uribus, sequiae perspid
ma vellictur?
Imusandendae dus derum
explistrum es maximol
uptatinvelis sed ut qui.
Et et et asit volut aut aut ut

asperoreiur, sita atquam.
Hilla qui ipsant fugitet uribus,
sequiae perspid ma vellictur?
Quiam imusandendae dus
derum explistrum es maximol
Quiam imusandendae dus

derum explistrum.
Es maximol uptatinvelis sed
ut qui autendam ererspe
rnatibusam harunt modio et
que dolupti aturis sectibus,
sam que vellam fugit eatur.
Examples of
non-standard layouts
13 X

Winter 2014
36
Be Something Headline Examples
Correct use
The be something headline is always placed in the left
bottom corner however not directly against the border. We
use suitable colors from the AVG marketing palette. The
headline within abackground square box is always white.
be
creative

Winter 2014
active
be
connected
37
Be Something Headline Incorrect Uses
Incorrect placement
Incorrect color and incorrect placement
Incorrect background
Do not place the be something headline anywhere else

than the left bottom corner.
Do not place the be something headline against the

border. Always reproduce the headline in single color.
Do not use colors outside of the AVG marketing palette.
be
inspired
be
amused

Winter 2014
be
imaginative
38
AVG Color
Our palette is bright, playful, and full of optimism exactly the feelings that come with using AVG.
Marketing Uncoated
AVG Vivid Yellow
AVG Vivid Orange
AVG Vivid Green
AVG Vivid Blue
AVG Vivid Magenta
AVG Vivid Purple
Uncoated
Pantone Yellow
Uncoated
Pantone 021
Uncoated
Pantone 389
Uncoated
Pantone 312
Uncoated
Pantone Rhod. Red
Uncoated
Pantone Violet
CMYK
C0 M0 Y93 K0
CMYK
C0 M45 Y86 K0
CMYK
C24 M0 Y79 K0
CMYK
C74 M0 Y12 K0
CMYK
C11 M66 Y0 K0
CMYK
C52 M60 Y0 K0
RGB
R255 G232 B0
RGB
R255 G108 B47
RGB
R189 G220 B4
RGB
R0 G175 B208
RGB
R228 G76 B154
RGB
R119 G88 B179
HTML
FFE800
HTML
FF6C2F
HTML
BDDC04
HTML
00AFD0
HTML
E44C9A
HTML
7758B3
Complementary colors Designated mainly for typography use.
AVG Black
AVG Gray
Uncoated
Uncoated
CMYK
C0 M0 Y0 K100
CMYK
C26 M16 Y9 K43
RGB
R0 G0 B0
RGB
R129 G131 B135
HTML
4E4A47
HTML
818387

Winter 2014
39
Primary Font: Gustan

Gustansclean, readable lines respect our customers desire for simplied communications,
while having just enough character that anyone can enjoy reading it. It is available in eight
different fonts.
Gustan is fresh, modern, and designed

in 2011 to support all media.
One simple way of showing customers that the
technology AVG provides is the most innovative is
through the typeface and use of typography.
Gustan embodies the pillars of Respect, Simple,
and Enjoy with itslyrical, open characters. It
reects much of the type coming out of the
Netherlands and University of Reading in the UK,
often characterized by atall x-height.
Gustan Black
(charts/information
design)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Gustan Bold
(heads)
1234567890
Gustan Light
(text, body)
1234567890
Gustan Light Italic

(text, body)
123567890
Examples of Gustan font

use in typography.

Winter 2014
40
Secondary Font: Verdana

Atypeface designed specically for digital use. Great at
small sizes and compatible with all operating systems.
Verdana typeface is an alternative to Gustan in all
situations where Gustan cannot be used.
Additional Font: Hand Of Sean

We can use this handwriting font for supplementary
image labels.
Verdana
Hand Of Sean
We use Verdana for all online text with the exception of headings sized over
15px which can use Gustan.
This typeface has afriendly, informal character that is well suited for
communicating direct user benets embedded in visual elements.
Verdana is also our default replacement for Gustan in all PowerPoint

applications and for the body of letters, envelopes, and mailing labels.
We never use Hand of Sean for headings and body copy.
Verdana Regular
Hand Of Sean Regular
1234567890
1234567890
Verdana Italic
1234567890
Verdana Bold
1234567890
Winter 2014
otos
h
p
u
yo
share t worries!
u
witho
Examples of use of Hand of Sean alternative typeface.
41
Typography Colors
AVG Black and AVG Gray are our primary typography colors.
Secondary colors are AVG Vivid colors.
We use AVG Black for main headings and

subheadings in structured text and perex.
Text set under 7 points due to space or other
considerations should appear in black to maintain
legibility.
AVG Black
AVG Gray
We use AVG Gray for headlines and short

supplementary text on posters, yers, outdoor
communications, etc. Gray color combined with
other predominantly light elements softens the
visual impact of typography where using true
black color would have overly hard and stern
effect.
AVG Black
AVG Gray
Uncoated
Uncoated
CMYK
C0 M0 Y0 K100
CMYK
C26 M16 Y9 K43
We use AVG Vivid colors as acomplementary

colors for subheadings and highlights.
RGB
R78 G74 B 71
RGB
R129 G131 B135
HTML
4E4A47
HTML
818387
AVG Vivid
Complementary color
palette for AVG typography.
Examples of using primary

color palette in typography.

Winter 2014
42
Typography Colors
Use bright colors wisely and your communications come to life.
Correct use
Incorrect use
In typography we use AVG Black and AVG Gray colors.

Text on acolored background is set in white or at 40% opacity.
Do not use other colors in typography the result would come across as disorganised and chaotic.
On avery light background where white text would blend with the background we set the text in
either AVG Black or AVG Gray there always has to be sufcient contrast between the text and the
background.
Whatever you are or

want to be,
Be secure knowing
Your laptops
and tablets
Your desktops and
servers
Even your Androids
and Galaxies
So go ahead and work

in the cloud
Or have your head in
the clouds.
Connect with old
friends and new
Or buy apair of cool
shoes.
To be abuilder
of dreams
Arockstar mom
The master
of your domain
Or the apple of
somebodyseye
Mr. Masterchef
Organizer
extraordinaire
Share your passions...

Your pinterests
Your photos and
tweets
And make everything
rock.
yes
yes
no
no

Winter 2014
43
Photography Style
Our photographic style depicts people doing great things, big and small, without
worry. Our aim is to show people enjoying the best that life has to offer, whether
at work or at play, indoors or out, and on desktop or mobile devices.
In execution, our photography strives to capture bright moments

in everyday life. They should feel natural and uncontrived, with people
taking center stage. Objects and environments should aim to add
context and interest.

Winter 2014
44
Photography Style Lifestyle Imagery

Lifestyle photography depicts the highest expression of our brand promise,
pillars, and benets. It shows people living the AVG life, free from frustration,
re-energized, full of enjoyment.

Winter 2014
Sample photography has been used for illustrative

purposes only. Photos on this page are not cleared
for actual use, except in the instances where the
photographs shown are custom AVG images.
45
Photography Style Life Activities

In many marketing situations, it makes sense to use photography to help
illustrate aspecic situation in which using AVG provides abenet.

Winter 2014
Sample photography has been used for illustrative

purposes only. Photos on this page are not cleared
for actual use, except in the instances where the
photographs shown are custom AVG images.
46
Photography Style Things to Avoid

Across all of our photography, there are certain layouts and executions that
should be avoided. Likewise, there are certain types of imagery and subject
matter that must not be used at all.
Avoid the unnatural and contrived
Visual metaphors
Scary pictures
Montages
We want our imagery to be positive, but nobody

is that delighted to be doing online banking! And
remember over-posed images are not real world
or natural.
Avoid clichd imagery at all costs, they do not

represent our brand values and can slow down
rather than speed the message we are trying
to convey.
While bad things can happen, we avoid illustrating

them with imagery that instills fear or causes
upset.
It can be tempting to use montages when trying

to communicate multiple messages, but it is likely
to result in confusion and aloss of clarity.

Winter 2014
47
AVG Icons Feature, Benet, Functional Icons

AVG uses the following icons to represent specic features, benets,
and actions in our user experience design.
Icons within applications should follow the same

guidelines as Application Icons. Clear and simple
forms help achieve recognition and reinforcement
of the AVG brand both within and outside of an
application.
For detailed information about icons please refer
to AVG Iconography Guidelines.
Protection
Performance
Privacy
Support
Detect and Stop Viruses
Spam-free Mail
Mobile Protection
Free Support
Firewall
Link Scanner
Antivirus
Search
Download
Learn More
Need Help?
Chat
Phone Support
Maul Us
Benets
Features
Actions
(buttons)
Notiers

Winter 2014
48
AVG Icons Product and Application Icons

All AVG product and application icons fall into four groups according to Functional Benets (see p. 7),
each differentiated by color: Protection; Performance; Privacy; and Support.
Application and Product Icons are always designed as awhite icon on

one of our four colored backgrounds.
Protection
Performance
Privacy
All product and application icons are built using the acommon background
platform and employ the color relating to their product family.
Support
For detailed information about icons please refer to AVG Iconography Guidelines.

Winter 2014
49
Background Construction
Our backgrounds are dened by distinct colors and composition, yet
share common design themes that make them unmistakably AVG.
The main AVG backgrounds are in gray, light blue and

dark blue color.
While additional backgrounds can be created using the existing ones
as areference and applying colors from the AVG Vivid palette, please
ensure that they are balanced effectively to avoid clashing with any other
elements that you are using.
Backgrounds are always created such that the darkest portion is in the
upper left of any area that we want to enrich with abackground. When
creating backgrounds, do not distort or rotate the background image.

Winter 2014
50
Cross Background Usage

For presentations, press advertising and online communications
we use the original AVG background.
AVG Family Safety
for iPhone , iPad , iPod touch
Title 25pt Verdana
Keep your children protected online
Sub He
eader 17p
eader
17pt in AVG
VG Cool
C
Grey
il y
o u r fam
He lps y e right
th
e
k
a
m
online
choices
Forename Surname | Job Title | 25th January 2013
Protection for
the whole family
Free & easy

browsing
Prevents children accessing

unsuitable websites.
Get added benets by linking

to an AVG Family Safety PC
account for desktop computers.
Privacy
protection
AVG Family
Safety account
Helps you identify and block

sites that are tracking your family
when browsing the web on
iPhone, iPad, or iPod touch
AVG Family Safety is free

and easy to use.
Compatible with
iPhone 5, ios 4.3 & above
The AVG Family Safety PC software can

be purchased at www.avg.com/avg-family-safety
2013 AVG Technologies CZ, s.r.o. All rights reserved . iPhone , iPad , iPod & iPod Touch
are trademarks of Apple, Inc. registered in the United States and in other countries.
avg.com
Example of the cross

background used in a
PowerPoint presentation.

background used in a print
advertisement.

background used in an online
advertisement.
Winter 2014
51
APPLICATIONS

Fall 2013
52
Citylights / Posters / Rollups
Keep your children

protected online
Family Safety
be
protected
Example of a CLV

Winter 2014
Example of a poster for internal communication
Example of a rollup
53
Press Advertising
Get our all-inclusive

premium protection
Now with free Premium Security for
your Android mobile and tablet
Headline
Example of press advertising
for a number of products with
original AVG background.
Gustan Bold
Line Spacing:
1.12 the font size
Therefore
51 pt 1.12 = 57.12 pt
AVG Family Safety
for iPhone , iPad , iPod touch

Keep your children protected online
il y
o u r fam
He lps y e right
h
t
e
k
a
m
online
choices
Font color: Black
Body copy/Subheadline
Gustan Light
Line Spacing:
1.2 the font size
Headline
Therefore
31 pt 1.2 = 37.2 pt
Protection for
the whole family
Free & easy

browsing
Font Color: AVG Gray
Prevents children accessing

unsuitable websites.
Get added benets by linking

to an AVG Family Safety PC
account for desktop computers.
be
protected
Gustan Bold
Privacy
protection
AVG Family
Safety account
Helps you identify and block

sites that are tracking your family
when browsing the web on
iPhone, iPad, or iPod touch
AVG Family Safety is free

and easy to use.
Line Spacing: 1.12 the font size

Therefore 18 pt 1.12 = 20.16 pt
Font Color: Black
Body copy
Gustan Light
Line Spacing: 1.2 the font size
Example of press
advertising for a product
with full frame imagery.

Winter 2014
Compatible with
iPhone 5, ios 4.3 & above
The AVG Family Safety PC software can

be purchased at www.avg.com/avg-family-safety
2013 AVG Technologies CZ, s.r.o. All rights reserved . iPhone , iPad , iPod & iPod Touch
are trademarks of Apple, Inc. registered in the United States and in other countries.
avg.com
Therefore 11 pt 1.2 = 13.2 pt

Font Color: AVG Gray
54
Billboard
Billboard with full frame

imagery
The space above the be something
headline can be used for asimple
message.

Winter 2014
55
Banners
Example of an outdoor banner

Winter 2014
56
Online Banners
We do not include a standalone logo on a banner where the logo is embedded in the product name.
Vice versa, when there is a standalone AVG logo on a banner we do not use the logo again in the
product names.
Existing Google Banners

AVG TuneUp 2013
336 280
300 250
200 200
250 250
120 600
160 600
468 60
728 90
Example of a horizontal banner
Example of a square banner
Example of a vertical banner

Winter 2014
57
Branded Merchandise / Promotional Items
The AVG Vivid color range allows an attractive

colorful presentation of promotional items.

Winter 2014
58
Video Guidelines
All video content should be preceded and concluded by the approved AVG Be Yourself logo. The video text is set in a Gustan
font and on a semi-transparent background to improve legibility. Look to asset bag where you can download standardized
video assets. For more information please refer to AVG Video Brand Guidelines.

Winter 2014
59
AVG Brand Assets
This document, along with the AVG assets, is available for download from http://avg.assetbag.com.
Items are added constantly when they are completed.
To obtain login details, please contact brand@avg.com.
If you have any question regarding this manual and his impementation, please contact
AVG Brand Department, brand@avg.com.

Winter 2014
60

AVG Brand Guide Partners - Winter - 2014

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be

Brandguide for external

AVG Brand Guide Table of Contents

AVG Brand Guide

Introduction to the Brand

53 Citylights / Posters / Rollups

AVG Mission Statement

AVG Functional Benets

23 The Be Yourself Lockup

The AVG Brand Pillars

26 AVG Logo (Color Backgrounds)

The Brand Pillars Explained

28 AVG Logo (Merchandising)

10 The AVG Promise

29 AVG Logo (Unacceptable Usage)

30 AVG Be Yourself Color

58 Branded Merchandise / Promotional

32 Be Something Headline Layout

Audience Messaging (Summary)

AVG Logo Alongside Another Brands

AVG Brand Guide for external partners

Introduction to the Brand Guide

AVG Brand Guide for external partners

AVG protects more than 172 million

AVG Brand Guide for external partners

AVG Mission Statement

Our mission is to provide frustration-free digital life to everyone.

AVG Brand Guide for external partners

AVG Functional Benets

AVG Brand Guide for external partners

The AVG Brand Pillars

AVG Brand Guide for external partners

The Brand Pillars Explained

Respect means treating everyone

Our whole community wants simplicity

We want them to enjoy every

We listen. Only by listening and

AVG Brand Guide for external partners

Always do the most with the least.

The AVG Promise

For AVG, Be Yourself means that youre free to focus on whatsimportant,

It says that AVG:

Be Yourself is the highest expression of our brand mission: to provide everyone

AVG Brand Guide for external partners

AVG Brand Guide for external partners

AVG Brand Guide for external partners

AVG Personality The Be Something Headline

When creating be something

Use lowercase throughout.

Examples of incorrect use of the be something headline:

AVG Brand Guide for external partners

Audience Messaging Summary

Our communication can basically be divided into three main groups:

The second is our retail

The last is our corporate

This is AVG for SMB Customers and

The target audience of our retail

This is AVG for employees, investors,

Itscondent, playful, and exciting. Itsall

AVG Brand Guide for external partners

Here, our communications are more

While the corporate brand assumes

Audience Messaging Marketing and Retail Audiences 1